Abstract
Although many online vendors have sponsored virtual communities (VCs) in the hope of reaping commercial benefits from it, not many have been successful in reaping commercial benefits from their VC. Online vendors can benefit greatly from having a VC, if the VC members can be converted into online buyers. This study examines the conversion of a VC member into an online buyer. Using a classical-conditioning approach, this study finds that members' committed participation in the VC is the springboard for online vendors to convert VC members into online buyers.
| Original language | English |
|---|---|
| Pages (from-to) | 513-520 |
| Number of pages | 8 |
| Journal | Cyberpsychology, Behavior, and Social Networking |
| Volume | 13 |
| Issue number | 5 |
| DOIs | |
| Publication status | Published - 2010 Oct 1 |
Fingerprint
All Science Journal Classification (ASJC) codes
- Social Psychology
- Communication
- Applied Psychology
- Human-Computer Interaction
- Computer Science Applications
Cite this
}
Converting virtual community members into online buyers. / Gupta, Sumeet; Kim, Hee Woong; Shin, Seon Jin.
In: Cyberpsychology, Behavior, and Social Networking, Vol. 13, No. 5, 01.10.2010, p. 513-520.Research output: Contribution to journal › Article
TY - JOUR
T1 - Converting virtual community members into online buyers
AU - Gupta, Sumeet
AU - Kim, Hee Woong
AU - Shin, Seon Jin
PY - 2010/10/1
Y1 - 2010/10/1
N2 - Although many online vendors have sponsored virtual communities (VCs) in the hope of reaping commercial benefits from it, not many have been successful in reaping commercial benefits from their VC. Online vendors can benefit greatly from having a VC, if the VC members can be converted into online buyers. This study examines the conversion of a VC member into an online buyer. Using a classical-conditioning approach, this study finds that members' committed participation in the VC is the springboard for online vendors to convert VC members into online buyers.
AB - Although many online vendors have sponsored virtual communities (VCs) in the hope of reaping commercial benefits from it, not many have been successful in reaping commercial benefits from their VC. Online vendors can benefit greatly from having a VC, if the VC members can be converted into online buyers. This study examines the conversion of a VC member into an online buyer. Using a classical-conditioning approach, this study finds that members' committed participation in the VC is the springboard for online vendors to convert VC members into online buyers.
UR - http://www.scopus.com/inward/record.url?scp=77958156139&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77958156139&partnerID=8YFLogxK
U2 - 10.1089/cyber.2009.0202
DO - 10.1089/cyber.2009.0202
M3 - Article
C2 - 20950175
AN - SCOPUS:77958156139
VL - 13
SP - 513
EP - 520
JO - Cyberpsychology, Behavior, and Social Networking
JF - Cyberpsychology, Behavior, and Social Networking
SN - 2152-2715
IS - 5
ER -